Using Optical Mark Read Surveys: An Analysis of the Response Rate and Quality

A Dwayne Ball and Allen Klose

Researchers now have the opportunity to use optical mark read (OMR) surveys for customised survey questionnaires.
  

Using Optical Mark Read Surveys: an Analysis of Response Rate and Quality

Allen Klose Blockbuster Entertainment Group and Dwayne Ball University of Nebraska

INTRODUCTION

Over the past 30 years a tremendous amount of information has been published regarding the quality of response and response rate to the mail survey. A review of this literature reveals several techniques which can be employed to increase the response rate for the traditional mail survey1(Dillman 1983; Fox, Crask & Kim 1988; Kanuk & Berenson 1975; Yu & Cooper 1983). A close examination of this literature, however,...

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